Purpose

The study aims at analyzing the adoption and preference of E-Marketing tools in five-star hotels in India. This paper also explores the scope of artificial intelligence and the challenges with regards to its application.

Design/methodology/approach

A qualitative approach is adopted for this research, wherein the data has been collected through conducting one on one telephonic interviews (some in questionnaire format) and a roundtable conference with the general managers and marketing communication managers of 30 New Delhi/National Capital Region (NCR) hotels respectively to understand the transition from traditional to digital marketing era and how are they using various social media marketing tools.

Findings

This study aims to inform how digitalization has benefitted the industry in various aspects and its comparison to the traditional marketing methods. It also discovers the future of artificial intelligence in the Indian hospitality space.

Practical implications

This study aims to help managerial decision-making in the application of various E-marketing tools and strategies, suggesting the right mix of both traditional and digital marketing platforms.

Originality/value

Arguably this is one of a kind study, as there has been no such research done specifically aiming at the five-star hotels of the Indian market. The findings will help the industry explore and enhance their digital presence by suggesting the appropriate mix of both traditional and digital approaches and can be used as a good source for further exploring the perspective of digitalization by academicians as well.

中文翻译：

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从传统营销到数字营销的转变：印度酒店业电子营销演变的研究

目的

该研究旨在分析印度五星级酒店对电子营销工具的采用和偏好。本文还探讨了人工智能的范围及其应用方面的挑战。

设计/方法/方法

本研究采用定性方法，其中数据是通过一对一电话访谈（部分采用问卷形式）和与 30 新德里/国家首都地区 (NCR) 的总经理和营销传播经理举行的圆桌会议收集的。 ) 酒店分别了解从传统营销时代到数字营销时代的转变，以及他们如何使用各种社交媒体营销工具。

发现

本研究旨在说明数字化如何在各个方面使该行业受益，以及它与传统营销方法的比较。它还发现了人工智能在印度酒店领域的未来。

实际影响

本研究旨在帮助管理决策应用各种电子营销工具和策略，建议传统和数字营销平台的正确组合。

原创性/价值

可以说这是一项同类研究，因为还没有专门针对印度市场的五星级酒店进行此类研究。研究结果将通过建议传统和数字方法的适当组合来帮助行业探索和增强他们的数字存在，并且可以用作院士进一步探索数字化视角的良好来源。